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One of the first things my new HubSpot clients always need in their portals, is custom contact properties or also known as data fields. The beauty of HubSpot is that it is SUPER easy to create these contact properties and you can then use them all through out HubSpot portal, including personalisation tokens (merge fields), automation, segmentation and more!
If you enjoyed this tutorial you might also be interested in my tutorial on How to use the HubSpot Marketplace for Modules, you can watch that here.
Additional notes: Here is the HubSpot knowledge article on how to create a contact property, this is also helpful: Create custom properties